فهم پدیدارشناسانه تجربه زیسته زنان در مصرف نمایشی

محورهای موضوعی : فصلنامه زن و جامعه

ریحانه سادات موسوی ¹ (کارشناسی‌ارشد مدیریت بازرگانی ، دانشگاه حضرت معصومه(س)، قم، ایران.)
حسین معینی ² (استادیار گروه مدیریت،دانشگاه حضرت معصومه(س)،قم،ایران.)
وحید شرفی ³ (استادیار گروه مدیریت،دانشگاه حضرت معصومه(س)،قم،ایران.)

تاریخ دریافت : 1401/11/28 تاریخ پذیرش : 1402/08/08 تاریخ انتشار : 1402/11/01

کلید واژه: مصرف, پدیدارشناسی, مصرف‌گرایی, مصرف نمایشی,

چکیده مقاله :

هدف: رشد سریع عمل­های زیبایی در ایران مسئله­ای است که اکثر خانواده­ها با این موضوع درگیر هستند و نکته­ی قابل تامل این است که این عمل­ها گاه غیر ضروری و بر اثر فشارهای محیطی و برای نمایش بهتر خود انجام می­شود؛  از این­رو هدف انجام پژوهش، فهم پدیدارشناسانه تجربه زیسته زنان در مصرف نمایشی است. روش­: پژوهش حاضر از نظر روش، جز تحقیقات کیفی، ازنظر رویکرد، اکتشافی، از نظرهدف، کاربردی، از نظر پارادایم، تفسیرگرایی و روش تجزیه وتحلیل آن، پدیدارشناسی کلایزی می­باشد. جامعه آماری پژوهش، زنان اصفهانی25-35 ساله هستند که مصرف نمایشی در حوزه خدمات عمل های زیبایی را تجربه کرده­اند. برای انتخاب مشارکت­کنندگان از شیوه نمونه­گیری هدفمند قضاوتی استفاده شد و با پیروی از قاعده اشباع نظری با 20 نفر مصاحبه شد. ابزارگردآوری داده­ها، مصاحبه نیمه ساختاریافته عمیق است. روایی و پایایی یافته­های پژوهش با استفاده از شیوه­هایی همچون پرانتزگذاری، مراجعه مجدد به مشارکت­کنندگان و چک کردن تم­های پژوهش با پژوهشگران خبره دانشگاهی بررسی شد. یافته­ها: یافته­های این پژوهش، در26 تم کلی دسته­­بندی شدند که عبارتنداز  فشارخانواده، جو متظاهرانه خویشاوندی، فشارگروهی دوستان، تاثیرگروه­ مرجع، انتظارات جنس­مخالف، داشتن سبک زندگی شیک، بهبود تعاملات، بمباران تبلیغاتی در فضای مجازی، دغدغه ­زناشویی، جونمایشی در دانشگاه، جهت­گیری جامعه به سمت خدمات زیبایی، پیروی از مد، الزام شغلی، تسریع در امور اداری شخصی، بازاریابی بهتر محصولات، کسب پرستیژ اجتماعی، نمایش توان اقتصادی بالا، گرفتن امتیازات مالی، آرزوها و آمال کودکی، تجویز رمال، کمال­گرایی، شخصیت سلطه­جو، فرار از طعنه و تمسخردیگران،  درمان عزت نفس پایین، هیجان خواهی بالا و اختلال­های شخصیتی- روانی. نتایج: ایران در حوزه جراحی زیبایی به عنوان یکی از کشورهای پیشگام جهان شناخته می­شود که  بیانگر جهت­گیری جامعه به سوی خدمات عمل های زیبایی می­باشد؛ از اینرو نتایج این پژوهش می تواند راهنمای مناسبی برای متولیان فرهنگ جامعه برای مدیریت بهتر فرهنگ مصرف نمایشی در حوزه خدمات جراحی زیبایی باشد.

چکیده انگلیسی:

The purpose of the research is to understand the phenomenological experience of women in theatrical consumption.

Research Methodology: In terms of method, except qualitative research, in terms of approach, exploratory, in terms of goal, applied, in terms of paradigm, except interpretivism and its analysis method, Claesian phenomenology. The statistical population of the research is Isfahani women aged 25-35 who have experienced dramatic consumption in the field of beauty services. To select the participants, a judgmental purposeful sampling method was used and interviews were conducted with 20 people following the rule of theoretical saturation. The data collection tool is semi-structured in-depth interview. The validity and reliability of the findings were checked using methods such as bracketing, revisiting the participants and checking the research themes with expert academic researchers.

Results : The data collection tool is a semi structured in depth interview, then the findings of this research were identified in twenty six general themes, which are: expectations of the opposite sex, marital concerns, Family pressure, Pretentious atmosphere of kinship, group pressure of friends, influence of the reference group, having a fashionable lifestyle, improving interactions, advertising bombardment in cyber space, theatrical atmosphere in the university, society's orientation towards beauty services, following fashion, job requirement, speeding up personal administrative affairs, better marketing of products, gaining social prestige, showing high economic power, Getting financial benefits, childhood wishes and hopes, magician prescription, perfectionism, domineering personality, low self-esteem treatment, Escape from sarcasm and ridicule of others, High excitement, personality disorders- mental

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